Dr. Elizabeth Fishman Loftus (born October 16, 1944) is an American psychologist who is best known in relation to the misinformation effect, false memory and criticism of recovered memory therapies. Her research includes the effects of phrasing on the perceptions of automobile crashes, the "lost in the mall" technique and the manipulation of food preferences through the use of false memories. In the Jane Doe case that began in 1997, Loftus and Melvin J. Guyer revealed serious concerns about the ...